Is ChatGPT the new frontier in online shopping?

I, the queen of online shopping 

They call me the “queen of online shopping”. It’s not a self-appointed title—friends and family bestowed it upon me after years of parcel arrivals, perfectly timed sales finds, strategic price comparisons across half the internet, and an uncanny ability to spot the one must-have item buried on page 15 of a search result. Even ex-colleagues still message me asking where to find the best deals or which niche brand is worth the hype. 

But now, my ruling days may be over. Why? The new ChatGPT shopping features have entered the arena—complete with personalized product suggestions, natural-language queries, and direct access to brand catalogs. You can imagine that I was intrigued. Could it possibly be that the next phase in digital commerce will be powered not by search bars and filters, but by conversation? 

Let’s discuss.  

Shopping’s new assistant 

First things first: Gen AI like ChatGPT promises something most traditional e-commerce experiences still lack: genuinely intelligent interaction. Yes, some luxury platforms like Net-a-Porter offer live chat with real people who’ll help you choose the perfect dress for your sister’s Tuscan wedding. These are high-touch, human-powered services—brilliant, but boutique. ChatGPT’s edge is scale and scope. It doesn’t limit itself to a single retailer or brand. If I’m hunting for a cashmere sweater, I can specify the region, the color, the size, and ChatGPT pulls options from multiple shopping destinations across the web (I should know, I tried it). The idea is mass-personalized, cross-platform retail intelligence, delivered on demand. 

It’s like having a personal stylist. Minus the latte, plus the limitless inventory and memory powered by algorithms. All at your laptop or phone.   

But does it get me? 

Here’s the thing about online shopping—and shopping in general: it’s deeply personal. I don’t just want any trench. I want one that makes me feel like Jane Birkin, not like I panic-grabbed something off the rack during a power outage. 

Can ChatGPT understand that kind of nuance? The taste, the tone, even the mood swings? 

To some degree, yes. You may need to give it a bit of a coaching nudge —more context, more specificity—but it can get surprisingly close. Ask for a birthday gift for a friend who’s always traveling but hates anything bulky, and it won’t just throw a neck pillow at you. It might suggest a design-forward toiletry kit from a brand you’ve never heard of, which is promising. 

But let’s not get carried away. It’s still a language model, not a mind reader. When I asked for “a bag that’s both bold and business,” it suggested a nylon laptop backpack with USB charging. Which, technically, checked some boxes, but missed the point entirely. Taste is tricky. Context is everything. And AI doesn’t always get the subtext. 

That said, I was impressed by how well it handled natural language. I tested it in Greek and French—curious to see if the tone and intent carried through—and while it took a little longer to respond, it did. And it made sense. It even offered to guide me step-by-step through the shopping process. Efficient, polite, and just helpful enough to be a bit unsettling—at least to a Gen Xer like me.  

Almost, but not quite 

As impressive as it is, ChatGPT doesn’t always stick the landing. While testing it, I found that some suggestions were just… off. I asked for a large work bag that could pull double duty—something elegant and roomy enough that could hold a laptop, a notebook, maybe even an emergency charger—and it kept recommending a luxury wallet on chain. Chic? Yes. Practical? Only if I were carrying a phone, a lipstick, and exactly one house key. 

It wasn’t until I explicitly pointed out the size issue that Chat double-checked the dimensions and adjusted its suggestions. In other words: it’s helpful, but not infallible.  

Then there’s the emotional side of shopping; the impulse, the dopamine hit. One potential danger? The temptation is omnipresent. ChatGPT is always ready to recommend, reassure, and rationalize. “You deserve it,” it might as well whisper when suggesting that limited-edition sneaker drop. It’s the enabler you didn’t know you needed (your bank account certainly doesn’t). 

On the flip side, it can also talk you out of purchases. Ask whether the $250 facial tool is worth it, and it might walk you through the science (or lack thereof), customer reviews, and cheaper alternatives. It’s a surprisingly ethical shopping companion, but only if you know how to ask.  

A new frontier for retailers, too 

It’s not just shoppers who benefit—brands are getting in on the action. The fusion of AI and commerce opens up new territory: instead of competing for clicks through SEO tricks and sponsored ads, brands can integrate directly into AI assistants. Suddenly, your sizing guide, sustainability efforts, and brand story can be surfaced mid-conversation.  

It also, for now at least, levels the playing field. Smaller, mission-driven labels have a shot at being discovered through relevance rather than marketing muscle. If you’re selling handwoven rugs from Morocco, ChatGPT might just become your most low-maintenance influencer.  

The verdict 

So, is ChatGPT the new frontier in online shopping? 

Maybe. Maybe it’s a gimmick. Maybe it’s a glimpse of what’s next. Make no mistake: we’re moving deep into AI territory—and fast. The retail landscape is shifting, and the map is still being drawn. The possibilities are endless. 

As for me? I’m withholding judgment for now. But I’m watching closely. The queen of online shopping may not be abdicating just yet…